Intel Corporation and Omnicom Media Group (OMG), which includes global media agencies OMD Worldwide and PHD Network, today announced a collaboration to develop "10 foot" or large screen advertising templates for Internet-delivered advertising to TVs connected to Intel Viiv technology-based computers. The effort will connect content owners and advertisers to advance how interactive, broadband-delivered advertising is best tailored to specific programming and audiences, and best presented on large screen sizes in TV-like "10 foot" viewing environments.

The enabling of ad-supported interactive viewing in the "10 foot" environment will help fuel more compelling and premium entertainment experiences. Intel Viiv technology delivers a variety of rich, entertainment content to the TV from the Internet and provides a foundation for interactive and highly targeted advertising in the living room. Creating such an environment will require the development and design of easily repeatable, "10 foot" user-interface advertising templates, which will help generate new business opportunities for advertisers and content creators alike.

Through the "NEXT Fund," an emerging-media group supported by a large number of OMG clients, OMG and Intel will collaborate to develop criteria for advertising templates, including interactive options optimized for "living room" viewing. For the initial research environment, Intel and OMG selected AOL's 10 foot AOL* Video service for its leading online library of high-quality, branded content and innovative and compelling user interface. Zetools' MediaModeler* software, which recently merged with TANDBERG Television, was used to help complete the test interface.

Testing will be conducted by recognized market research firms to define the easiest and most effective ways to reach consumers. The advertising models or templates will provide consumers with more flexibility to personalize the content they want to watch by linking it to relevant advertising.

"The '10 foot' interactive viewing environment is largely unexplored space, but it's a huge opportunity in terms of advertising effectiveness and consumer engagement, which are top priorities for all our clients," said Daryl Simm, CEO, Omnicom Media Group. "We couldn't be happier about launching this effort with a company of Intel's capabilities and reputation."

"Intel is focused on bringing the best digital entertainment experience to consumers with Intel Viiv technology, including movies, television programs, games, music or photos," said Kevin Corbett, vice president of Intel's Digital Home Group and general manager of the company's Content Services Group. "Coupling Intel's worldwide technology leadership with Omnicom's marketing strength makes this collaboration a natural and exciting combination for accelerating ad-based, free-to-consumer content."

The foundation of this effort strategically builds on Intel's work to drive technology to accelerate the 10 foot experience, as well as OMG's expertise in developing innovative and creative advertising techniques. Intel and OMG are also exploring adding more participants in the effort to exchange information and foster industry collaboration around standards that everyone can openly use and share.